Question that will be asked in the exam on the Avengers

• the issues raised by media ownership in contemporary media practice; The fact that the Avengers is owned by Marvel Studios will increase its publicity as Marvel studios are re-known for making films of this Genre such as Iron man, Thor and The Incredible Hulk. Moreover the size of the studio will mean they will have a larger budget to produce the film which will result in higher quality special effects and more A-list celebrities.  

• the importance of cross media convergence and synergy in production, distribution and marketing; Synergy and cross media convergence plays a large part in the marketing of the avengers as multiple films they have released prior to the Avengers have linked in, for example Iron Man and Thor. This would class as a form of marketing and advertisement for the eventual release of The Avengers.
• the technologies that have been introduced in recent years at the levels of production, distribution, marketing and exchange; Technology also plays a large part in the success of The Avengers as they chose to release it in 3D, which means in certain parts of the Film certain characters or objects seem to jump out at the viewer. For example the 3D showings accounted for 52% of the opening weekends gross income. In addition the recent influx of online websites that you can view recent films on such as Netflix, Amazon instant video and Love Film means that DVD sales will no longer be as popular as purchasing the film online for convenience, resulting in more sales online than in stores.
• the significance of proliferation in hardware and content for institutions and audiences; Viewing films online from tablets, phones and laptops has become immensely popular with the public which has lead many film companies including Marvel having to film their films with a camera which would allow access from smaller technology such as iPhones etc. This results in a large percentage of the viewing of The Avengers will have been from handheld technology and not cinemas to save money and for ease of access.
• the importance of technological convergence for institutions and audiences; Different variations of editing software has came in to help the film industry such as better special effects software for the films so in avengers software like this would have been used a lot. Also better quality cameras such as the IMAX cameras have been developed to improve the quality of films.